PSYC 2100 Lecture Notes - Lecture 7: Leon Festinger, Hazing, Cognitive Dissonance
19 Dec 2017
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Document Summary
Attitude: an evaluation of an object along a positive-negative dimension. Affect; (or emotion) how much someone likes/dislikes an object (can be a politician/object/even themselves) Cognitions; thoughts that typically reinforce a person"s feelings (knowledge/beliefs/memories/images) Behaviours; affective evaluation of good or bad is connected to tendency to approach or avoid / approach rewarding objects, avoid punishing ones. (example given: when you see a child crying, your mind preps you for the action of caretaking. ) Use of likert scale; a list of possible answers with anchors on each extreme (ex. 1 = strongly disagree, 7 = strongly agree). Flaw: it can miss important elements/people differ in strength & depth of attitude towards certain issues. Russell fazio & team decide to measure the accessibility of attitude (how readily it comes to mind). Implicit attitude measures; used when people may be unwilling/unable to report true opinions (chapter 11 goes into more detail about affective priming & the implicit.
